“The 10 billion yuan is the result of the steps taken by the state and Taiwan, the work done one by one, and the adherence to long-term ism.” Zhang Chunxin, general manager of Guotai liquor group, said in a recent interview with the reporter of Securities Daily, “the planned target of tax sales in 2022 is about 11.5 billion yuan. Instead of pursuing high speed, we need a more stable and healthy 10 billion yuan.”
Just now the Baijiu club, which has just entered the liquor industry, has slowed down its pace and decided to “reclaim” billions of revenue. In the Baijiu industry, the deep shuffle of the present, what is the signal behind the move of Guotai liquor industry?
slow down and redo 10 billion
From less than 600 million yuan to 10 billion yuan in 2021, and became the second camp of sauce wine. It took five years for the wine industry in Taiwan and China.
Dating back to 1999, Tasly Pharmaceutical Group Co.Ltd(600535) responded to the call of the national western development strategy and the invitation of Guizhou Province, especially Renhuai City, to invest and build a factory in Maotai town. At this time, it is also the time when the “Luzhou flavor era” led by Wuliangye Yibin Co.Ltd(000858) is developing. Tasly Pharmaceutical Group Co.Ltd(600535) enters the sauce and liquor industry as a non industry capital, and many people are sweating for the “foreign households” in Maotai town.
Baijiu Baijiu Baijiu, chairman of Tasly Pharmaceutical Group Co.Ltd(600535) and Yan Xijun, said that “20 years ago, when Tasly Pharmaceutical Group Co.Ltd(600535) invested in liquor industry, it focused on the genuineness, historicity and humanity of Baijiu, and chose the sauce flavor liquor from the whole country’s liquor producing area and liquor flavor to Maotai Town.”
After nearly 20 years of cultivation and precipitation, Guotai has also waited for the arrival of the sauce and wine boom. Under the environment of normalization of epidemic prevention and control, Guotai has achieved a “ten million” success in 2021, including tax sales of more than 10 billion, brand value of more than 100 billion, production of more than 10000 tons and stock of base liquor of more than 50000 tons.
Today, Guotai liquor group is no longer a “foreign household” in Maotai town. It has grown into the second largest liquor making enterprise in Maotai Town, which is licensed by the government, recognized by the industry and recognized by the society. We have four production bases, including Guotai liquor, Guotai chateau, Guotai Huai liquor and Guotai Maoyuan, which produce large scale liquor companies with annual output of authentic Daqu Maotai baijiu.
However, when all eyes are focused on Taiwan, how will 10 billion go? Guotai decided to “return 10 billion yuan” and put forward a new Guotai with the positioning of “creating new famous wine”.
In this regard, the relevant person in charge of Guotai said that in the post 10 billion era, Guotai systematically combed the key points such as products, markets and channels, optimized and refined the “four beams and eight pillars” structure based on the principle of consolidating the foundation, and put forward five “four beams and eight pillars” covering market layout, distribution network, channel sales, core consumption and product structure.
In the view of insiders, it is correct for Taiwan to reduce its posture and make another 10 billion. At the same time, it is undoubtedly difficult to make a rational and pragmatic choice for rapid development.
In this regard, Cai Xuefei, a wine marketing expert, said in an interview with the reporter of Securities Daily that Guotai has developed rapidly in a short time. Guotai has problems but also achievements. In this round of sauce and wine boom, Guotai is one of the few outstanding brands that have made a great contribution to Guizhou, the industry, Renhuai’s employment and taxation.
CCTV starts fine service C-end
Statistics show that although the annual performance of liquor listed companies has not been disclosed in 2021, according to the 19 first quarter of the Baijiu listed companies in the first three quarters of 2021, there are only 7 enterprises in the Baijiu scale, which are Kweichow Moutai Co.Ltd(600519) , Wuliangye Yibin Co.Ltd(000858) , Jiangsu Yanghe Brewery Joint-Stock Co.Ltd(002304) , Luzhou Laojiao Co.Ltd(000568) , Beijing Shunxin Agriculture Co.Ltd(000860) , Shanxi Xinghuacun Fen Wine Factory Co.Ltd(600809) and Anhui Gujing Distillery Company Limited(000596) . The revenue of Jiangsu King’S Luck Brewery Joint-Stock Co.Ltd(603369) in the first three quarters of last year was only 5.3 billion yuan.
Through the performance of listed Baijiu enterprises, we can see that the liquor companies with brand strength and financial strength have achieved good results, while the growth of regional liquor companies is relatively weak. This is more and more highly related to consumers’ awareness of brands and the comprehensive strength of enterprises.
Guotai liquor industry tax revenue sales of billions of billions, and ranks among the top ten Chinese Baijiu camp, while its horse racing enclosure, also let the company’s brand power constantly magnified.
Cai Xuefei said that the development of China and Taiwan has enriched the category expansion of Chinese sauce wine and promoted the national quality education of sauce wine. As a representative brand of sauce wine, it has promoted the national expansion of sauce wine to a certain extent.
In this regard, Xiao Zhuqing, a wine marketing expert, said in an interview with the reporter of Securities Daily that there are two key points in consumer goods marketing, the first is that someone is willing to sell and the second is that someone is willing to buy. Doing a good job of “buying and selling” is the core of marketing. On the road of 10 billion yuan, Guotai has spent a lot of energy on the construction of channels, distribution systems and terminal channels. Today, Guotai has redoubled 10 billion yuan. The business focus of Guotai liquor company is to cooperate with channel partners to serve end C and consumers, and strive to occupy consumers’ mental resources. The whole operation focus of Guotai has been transformed from channel promotion to consumer pull.
Xiao Zhuqing said: “from the transformation of the business focus of Guotai liquor, we can feel that on the basis that the channel construction has completed the national coverage, after the whole sales performance has exceeded the key node of 10 billion, Guotai liquor industry began to carry out business work centered on consumers. Such transformation can be more stable for the future development of Guotai liquor industry.”
It is worth noting that for the capital market, who can become the “second share of sauce and wine” has also become the focus of the industry. Although the IPO of China and Taiwan has not been realized at present, it is still the seed player with the most strength to sprint for the “second share of sauce and wine”.
\u3000\u3000 “In the next 10 and 20 years, Guotai liquor industry needs to be highly consistent with the mainstream social values in terms of brand visual recognition, behavior recognition, concept recognition and spiritual and cultural recognition. The brand spirit and brand culture can lead the social positive energy spirit and mainstream values. Only in this way can the expression of brand values make it possible to bring the country into the hearts of consumers Taiwan’s brand values are equivalent to the values of China’s new famous wines. ” Xiao Zhuqing said that the expression of culture and mainstream values needs to be built through continuous IP in a continuous line, so as to form the “new famous Chinese wine” in the hearts of consumers with the accumulation of years and time
